I'm fine with it. I'm just not buying any of the three because I find them pretty ugly / unfitting of my characters. I mean... I like actually seeing my char's face and hair (without sticking huge flaming horns on him).

There's only one I would consider buying and frankly I don't really care what anyone would say about it as long as I like it. Unless I'm mistaken as well, I have yet to hear anything about an actual cash shop like f2p/p2w games have. What I did read was that they were going to implement a system so you could reach the Blizzard Store without having to tab out of the game. As long as Blizz doesn't make me pay more than my $14.99/month, stays away from becoming a f2p and puts out content that I enjoy, they can do whatever they please imo.

I concur, so long as items sold are just cosmetic non-effectual vanity items, then its BFD. If you really take a close look at these items, you'll see how ugly and unimaginative they are. The only mildly redeeming item is the ice-crown, but it falls short when you see its just a halloween style mask that doesn't encompass the whole head. If it turned the wearer's head into a frozen burning skull, man I'd have that. I won't however buy something that looks like I bought it from Spencer's during a Halloween sale. It seems everything Blizzard puts forth in gear models just falls on its ass. Nothing is stellar nor impressive anymore, its all mediocrity. Thank God for transmog and BC / Vanilla armor sets.

It's not the x-mog helms people are getting upset about, it's the fact that they're adding a cash shop that has already been announced to directly effect gameplay.

If you are referring to the XP boost or the option to buy Lesser Charms. Please explain to me how this affects you and your game play?
This is a serious question btw, not trying to sound condescending or trolling

As long as the store doesn't sell items that affect combat, I don't really care what they put in it.

As they say, if you look good, you feel good. When you feel really good your going to play a lot better than you would if you were not.
In an indirect way the cosmetic gear is making a player more powerful.

I could buy TWO of the three cosmetic helms for $30 OR I could buy Valve's entire catalog of games for $34 via their Steam Summer Sale happening right now. Yeah... This is probably part of the reason why Valve beats the crap out of Blizzard year after year in game developer polls. Valve doesn't insult their customers by attempting to rip them off every chance they can.

Personally, I don't even think stuff like the cosmetic helms (or really any of the store stuff) should exist, considering we not only pay for the game & expansion themselves but also a monthly subscription on top of it but that's just my opinion.